NELL USA
A full-scale lifestyle + product production to launch a Japanese mattress brand into the U.S. market.
Nell (now Nellify) needed warm, modern lifestyle imagery to introduce their Japanese-made mattress to U.S. consumers. This was my first large-scale production blending photo + video, a full family cast, and a complete on-set team — and it became a defining moment that showed me I could lead bigger-budget commercial shoots with clarity and confidence.
What I Led
- Full production management — from concept planning to shoot-day execution
- Location scouting to find a bright, natural home environment that fit Nell’s brand aesthetic
- Casting & talent direction for a three-person family unit
- Crew assembly & leadership: assistant, set decorator/props/wardrobe, and fixer
- Shotlist + story flow development tailored to Nell’s website and U.S. launch needs
- Photo + video direction capturing warmth, comfort, and lived-in family moments
What We Delivered
- 20 lifestyle + product images featured across their website
- 50 raw video clips optimized for social media and advertising
- Visuals used to support their U.S. launch campaign and early website rollout
- Content shaped to highlight craftsmanship, comfort, and family-friendly everyday use
Impact
- Helped Nellify enter the U.S. market with fresh, approachable, human-centered visuals
- Produced a cohesive library of assets for web, paid ads, and social storytelling
- Strengthened their brand narrative around comfort, Japanese quality, and everyday family life
- Marked a pivotal milestone in my growth — proving I could confidently lead larger, multi-role productions
How the photos we're used
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